The Brand Management Dinosaur

August 30th, 2010 / 11:24 pm

Here’s a first-rate presentation by B-M’s Steve Bowen on why marketing mindsets need to change to take advantage of digital and social media. His premise:  the effectiveness of integrated marketing communications is hampered by a reliance on marketing mindsets that do not reflect the reality of modern consumer interactions. Digital engagement is not about taking analogue marketing methods and rolling them out on digital platforms.  It is about finding new ways to engage consumers in an ongoing brand narrative not by directing content at them but by helping them find and interact with content that is meaningful and valuable to them.

Categories: Burson-Marsteller
comments(0) Tags: asia-pacific, b-m, brands, digital, marketing, PR

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